I dunno. I was there for the Chelsea game - don't remember noticing the adverts once, and I suspect it would be the same for any potential wrap-around LCD screen. In fact, might be better because it would be mounted above the floodlights - might be even easier to ignore it than the screens, which are directly in your line of sight if you're seated in the majority of the stadium.
And of course, the benefit would be for non-sporting events - having that 360-degree LCD screen would allow for the audience to seamlessly observe events at pitch-level regardless of distance and angle, and so on.
I get your point though mate - and it's definitely a possibility. It might just be that I don't notice the electronic adverts at sports events in general.
Couldn't tell you who advertises on our electronic hoardings now, for instance.